The nonprofit group, which promotes a vegan diet and has a history of provocative food campaigns, also has sent a letter to Green Bay Mayor Jim Schmitt asking him to require warning labels on all high-fat, cheesy food at Lambeau. The stadium's dairy-rich menu includes cheese curds and Cheesehead soup, which is a cheddar cheese soup made with beer and topped with more cheese.

The mayor has dismissed the idea, but the physician's organization president says he hopes the effort draws attention to the role cheese plays in the nation's obesity epidemic. The sign is slated to be installed Tuesday in De Pere, Wis., and be visible to fans who travel to games on U.S. Route 41.

"People have really no idea that cheese can cause what makes them fat and what makes their children fat," said Dr. Neal Barnard, the Washington-based group's president.

The message, however, may not work no matter how you slice it in America's Dairyland, a state that produces more than 2.6 billion pounds of cheese annually.

The billboard contradicts nutritional studies that show cheese can provide a valuable source of calcium and protein to a balanced diet, said Laura Wilford, a registered dietitian with the Wisconsin Milk Marketing Board. If fact, Wilford believes a certain Chicago football team could have benefited from a few cheddar-infused muscles Sunday.

"Maybe if the Bears ate a little more cheese they would have played better against the Packers," she said.